With a passion for technology and media, Sean Lyden said he enjoys the career challenge of staying ahead of the curve.

“It’s very exciting to be in a space that is growing rapidly,” said Lyden.

His interests in technology and media come together in his role as vice president of product strategy at Outcast, a Santa Monica “on-the-go” advertising firm that creates video screens for gas stations and retails stores that run ads for Outcast’s clients. Lyden previously worked at Yahoo as senior manager of international product strategy.

Lyden’s duties call on him to work with both product and personnel. He helps oversee new product initiatives for customers, and works with Outcast’s sales force to promote the company’s out-of-home digital advertising platforms.

“The pros of this type of advertising allow new doors to open up for creativity and new products,” said Lyden. “It’s basically what can we do with this great investment.”

He admits that one of the major challenges for the firm is convincing clients in a tight economy to put their advertising dollars into a new medium. Oucast executives also are aware that some consumers are wary of being hit with advertising while shopping inside a store or filling up at a gas station.

Despite these challenges, Lyden said the company is expanding.

“We’ve been fortunate that we are growing tremendously right now,” he said. “My job right now is to make sure that continues.”

Some of Lyden’s current projects include improving daylight viewability of Outcast’s outdoor screens at gas stations, and bringing in more local advertising clients.

“The idea is to have one-on-one service and tailored marketing,” he said. “So if it’s breakfast time and there’s a Carl’s Jr. in the area we can give you directions to that.”

Lyden, 33, is single and lives in Hermosa Beach, where he enjoys the laidback atmosphere. “It’s just nice to park your car anywhere and know that you are only a five-minute walk from the beach,” he said.

In his spare time, he enjoys traveling and has visited Hong Kong, Japan, France, Italy, Russia, Taiwan and India. “I love to explore and visit different cultures and see the world,” Lyden said. “The one place I have yet to visit is South America.”